The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Newspaper / Single
Annual ID
OS_PT20_040M
About the Work
Insight It is estimated that 40% of South African women will be raped in their lifetime, and only 8.6% of perpetrators are convicted. One of the biggest factors contributing to this is the lack of usable evidence, due to it being compromised through incorrect gathering methods. It’s Rape Crisis’ mission to help empower rape survivors. Whether it’s through their 24hr crisis line, seminars, or by providing information that could lead to a conviction – something as simple as using newspaper instead of a plastic bag could be the difference. Idea To demonstrate this, we turned an everyday piece of newspaper into a weapon against rapists. We flighted it in the centre page of a local newspaper in one of the most severely affected communities and then mobilized prominent influencers, and online women groups to spread the message online. Results The impact was immediate and widespread. Leading South African celebrities and medical experts organically shared the Rape Page across their social media platforms. Within hours we reached an estimated 5,5 million people, and by the end of the day Rape Crisis appeared on the leading talk radio station, 567 Cape Talk, giving this crisis the attention it so desperately needs.
2020 Awards
Total Points: 2
Merit
Credits
Agency
Ogilvy South Africa / Cape Town
Art Director
Riaan van Wyk
Ryan Barkhuizen
Karen Vermeulen
Chief Creative Officer
Pete Case
Creative Director
Mike Martin
Executive Creative Director
Tseliso Rangaka
Nicholas Wittenberg
Writer
Alex Goldberg
Account Team
Heather Andrews
Chris Spencer
Loren Westoby
Nafeli Valakelis
Lameez Mohd
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